A dynamic model of the effect of discrepant information on unidimensional attitude change

Abstract

A differential equation model of the attitude change process is proposed which considers an individual's attitude as affected by discrepant messages along a unidimensional continuum. The model posits two dynamic components: translation to a new equilibrium due to the impulsive force of the message, and oscillation around the moving equilibrium due, in part, to restoring forces resisting displacement from equilibrium. An experiment to test some of the implications of the model is performed, in which 1174 subjects receive one of three messages differing in discrepancy from their attitude, and in which they are randomly assigned to varying times during which they may consider the message; almost all subjects consider the message for a period of not less than 10 and not more than 815 seconds. A structural equation with translation and undamped oscillation is found to significantly but modestly fit the data. Implications for the periodicity and temporal parameters of the attitude change process are discussed, and theoretical and methodological implications of the approach taken are considered.

The Comparative Statics and Dynamics of Beliefs: The Effect of Message Discrepancy and Source Credibility

“…A dynamic model predicts the time course of belief change (Kaplowitz & Fink, 1982). Tesser's self-generated attitude change model (see Tesser, 1978, for a review), cognitive response models (e.g., Greenwald, 1968;Petty, Ostrom, & Brock, 1981), and Kaplowitz et al's (1983) model are among the few models of belief change that attempt to predict the time course of belief change.…”

“…As a result, some information in the belief trajectories was not employed. Kaplowitz et al (1983) proposed a spatial-linkage model of cognitive forces that predicts an oscillatory pattern of belief change during judgment. Because of the methods employed in the present study, any oscillatory component of the belief-change pattern was not analyzed.…”

“…A Single-Push with Friction Dynamic Model Kaplowitz et al (1983) proposed a mathematical model for the over-time pattern of belief change. They used a mechanical metaphor for cognitive systems: Like a physical object, (a) a concept in a cognitive system is assumed to have both a location (one's belief position) and mass (i.e., inertial resistance to acceleration) in a cognitive space; (b) change in a belief or attitude regarding a particular concept is assumed to be equivalent to motion of that concept in the cognitive space; and (c) the motion of a concept is assumed to be governed by Newtonian mechanics.…”

“…Based on these assumptions, Kaplowitz et al (1983) developed equations for the motion of a concept. The model posits two components of message-induced motion: movement of a concept from its initial position to a new equilibrium, and oscillation (with damping, i.e., decreasing amplitude) around that movement toward equilibrium .…”

Persuasion past and present: Attitudes aren't what they used to be

“…Additional evidence comes from Kaplowitz, Fink, and Bauer's (1983) finding that attitudes oscillate after exposure to a discrepant message, much like a spring.…”